Webinar: Marketing Analytics. September 14, 2010

Size: px

Start display at page:

Download "Webinar: Marketing Analytics. September 14, 2010"

Edith Atkins
9 years ago
Views:

1 Webinar: Marketing Analytics September 14, 2010

2 Agenda What is MOCCA and who keeps it going? Today s panelists Discussion Questions & answers

3 What is MOCCA? The Marketing Operations Cross-Company Alliance (MOCCA) is a community for sharing practical experience between Marketing Operations professionals MOCCA provides an exchange forum for real-world ideas, solutions, and best practices 546 members from 299 companies 7 CMOs 42 VPs 8 Senior Director 106 Directors

4 Who is MOCCA? Operating Board John Losito, Autodesk Lynn Yost, Dow Jones & Company Joe Scheuermann, HP Marisa Reed, Iron Mountain Donal O Shea, Erif/Marketing Operations Works Marcia Trask, Adobe PJ Wells, Ericsson Larissa DeCarlo, Marketing Operations Works Executive Advisory Board Jack Androvich, Autodesk Linda Lazor, Cisco Bill Dembinski, HP Rich Vancil, IDC Jennifer Pockell-Wilson, Polycom Stephan Steiner, SAP John Neeson, SiriusDecision Joe Schwartz, Webex

5 Marketing Analytics There is no such term in Wikipedia!

6 Today s Discussion How do you get a marketing analytics function started? What do you analyze? What does the bleeding-edge look like? How do you impact decision-making? Your final word

7 Panelists Kevin Hill, Senior Manager of Customer Intelligence, Autodesk Kevin Hill is the Senior Manager of Customer Intelligence at Autodesk. He was instrumental in building the business analytics practice at this leading design software company. His work focuses on Industry-, Size- and Value-based customer segmentation. Before Autodesk, Kevin earned an MBA from the Haas School of Business at UC Berkeley. He started his career and developed his passion for tech while working in Equity Research for RBC and Canacord Adams, covering the software and hardware markets. He is from Cleveland, OH and earned his BA in Finance from Ohio University. Outside of work, Kevin enjoys cooking and being outdoors. Theresa Kushner, Director Customer Intelligence, Cisco Theresa joined Cisco Systems 2006 and now directs a team of analytics strategists and specialists whose main job is to increase Cisco s market share by applying the insights gathered from customer data. Theresa s entire career has evolved around high tech marketing. Prior to Cisco, she spent 11 years at IBM and 12 years at Texas Instruments. She also owned her own database marketing company and is the co-author of Managing Your Business Data from Chaos to Confidence. She is a graduate of the University of North Texas where she received a Master of Arts in Journalism and studied business operations management at University of Texas at Dallas.

8 Panelists Amir Motamedi, Director of Marketing BI, Oracle Amir joined Oracle in 2007 after their acquisition of Hyperion. He manages a team of BI Analysts and Developers that help drive the strategy for Oracle Marketing with actionable insight. Amir earned his MBA from the Graduate School of Management at UC Davis in 2002 and has worked in the Enterprise Software Industry ever since. He is passionate about the outdoors and is an avid skier. Stig Berg, Group Manager Reporting & Analytics, VMWare Stig has worked at VMWare for the last 2 years where he manages a team of analysts and report developers. This team is responsible for building a global Marketing reporting and analytic decision support function; with initial focus on data warehousing and dashboards, reporting/metric consistency and adoption, and marketing effectiveness. Prior to VMWare, Stig held positions at Oracle, Hyperion and other companies - with a focus on advanced analytics, KPI monitoring, segmentation, pricing, marketing effectiveness and data warehousing.

9 Kevin Hill Senior Manager of Customer Intelligence Autodesk Amir Motamedi Director of Marketing BI Oracle Theresa Kushner Director Customer Intelligence Cisco Stig Berg Group Manager Reporting & Analytics VMWare

10 Analytics Complexity Alliances Partner Contribution Channel visibility Sales/Mktg Pipeline Progression Campaign Effectiveness finance Sales Forecasting Most likely next purchase Predictive Effectiveness visibility IT Developer BI Developer BI Analyst

11 BI Stages Stage 1 Analytically impaired 2 Localized analytics 3 Analytical aspirations 4 Analytical companies 5 Analytical competitors Distinctive Questions asked Objective capability/level of insights Negligible, "flying blind" Local and opportunistic -- may not be supporting company's distinctive capabilities Begin efforts for more integrated data an analytics Enterprise-wide perspective, able to use analytics for point advantage, know what to do to get to the next level, but not quite there Enterprise-wide big results, sustainable advantage What happened in our business? What can we do to improve this activity? How can we understand our business better? What's happening now? Can we extrapolate existing trends? How can we use analytics to innovate and differentiate? What's next? What's possible? How do we stay ahead? Get accurate data to improve operations Use analytics to improve one or more functional activities Metrics/ Measure/ Value None ROI of individual applications Use analytics to Future performance improve a distinctive and market value capability Build broad analytic Analytics are an capability -- analytics important drive of for differentiation Analytical master -- fully competing on analytics performance and value Analytics are the primary drive of performance and value

13 Categorizing Analysis (BI) within Cisco Depth of Business Intelligence/Business Value Running the business Informational Intelligence Reports, Extracts Managing the business Operational Intelligence Improving the business Dashboards, KPI s Analytical Intelligence Expanding the business Strategic & Predictive Intelligence Statistical Models & Mining 360 Views, Enterprise Analytics Business Expertise Availability of Data

14 Panelist s Theresa Kushner, Director Customer Intelligence, Cisco Amir Motamedi, Director of Marketing BI, Oracle Stig Berg, Group Manager Reporting & Analytics, VMWare Kevin Hill, Senior Manager of Customer Intelligence, Autodesk

15 Questions

What is Marketing Operations?

What is Marketing Operations? Marketing Operations is an emerging field within the traditional business marketing framework. This paper aims to define Marketing Operations as a discipline within the Marketing